February 22 – UEFA has announced that Qatar Airways as the official airline of this summer’s Euro 2020 tournament.
No figure was announced for the sponsorship of the tournament which will be played June 11 to July 11 across 12 host cities: Amsterdam, Baku, Bilbao, Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and St. Petersburg.
The Qatar Airways deal shows the appetite for major international sports sponsorship is holding string in the face of the pandemic. It is UEFA’s 12th sponsorship for the tournament, the airline joining the partnership programme alongside Alipay, Booking.com, Coca-Cola, FedEx, Heineken, Hisense, SOCAR, Takeaway.com, Tiktok, vivo and Volkswagen.
UEFA marketing director, Guy-Laurent Epstein said: “Like sport, travel unites us. Now more than ever, next Summer represents the ideal opportunity for us to celebrate the excitement that the competition will bring. We will, together, celebrate the 16th edition of the European Championship.”
The Qatar Airways brand will have ad inventory across all digital platforms and stadiums. The UEFA deal adds to Qatar Airway’s already existing football sponsorships with governing bodies FIFA and Conmebol, as well as clubs including Paris Saint Germain, AS Roma, Boca Juniors, FC Bayern München, K.A.S. Eupen and Al Sadd SC.
“The power of sport to unite people is unrivalled, and this partnership with UEFA EURO 2020 is an excellent opportunity for us to witness the very best in European football. Furthermore, this alliance illustrates our commitment to Europe, and accentuates our growing sporting partnership portfolio,” said Qatar Airways Group chief executive, Akbar Al Baker.
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